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CV

The rundown on my career so far; note that this is an abridged version. If you'd like to see my full career trajectory, download my resume or connect with me on LinkedIn.

Founder + Lead Strategist, Little Kernel Communications
2020-present

  • Providing businesses and organizations with consulting and coaching in organic and paid social media strategy, content marketing strategy, creative strategy, and overall social media audits/diagnosis/solutions

  • Developing brand, creative, editorial and social media strategies for new and growing companies. Developed Spora Health’s brand strategy/brand book and social media strategy ahead of its first seed funding venture in November 2020; total funds raised was $1.2 million

  • Freelance writer of commissioned and pitched editorial pieces for local and national publishing organizations; past articles have been published in FLARE/Fashion Magazine, Canadian Business, and more

  • Providing thought leadership on social media marketing and strategy through public speaking, panel discussions and workshops; past clients include George Brown College, Toronto Metropolitan University (FKA Ryerson University),Toronto Public Library, The Good Partnership, CBC Newsworld, Global News Radio, and more

Marketing Director
Loliware
2023

  • Developed and executed a long-term marketing strategy for the organization (a biotechnology startup), including customer segmentation, channel strategy, and content development tactics, which to date has generated $USD15.4 million in pre-Series A investment

  • Lead research, development and execution of SEO strategy and copywriting for website redesign project

  • Provided thought leadership and cross-training to team members and senior leadership (including C-suite) on best practices for digital marketing, social media content best practices, experiential marketing, influencer marketing, partnerships, copywriting, analytics and reporting, creative content development and management, and more

Integrated Strategist,
Sister Merci
2022

  • Planned and executed  advertising, marketing, influencer and PR initiatives and communications within the cannabis, CPG, transportation, healthcare, beverage and non-profit industries

  • Created, edited and delivered content and brand strategy briefs to internal teams for creative development and execution

  • Created measurement frameworks to establish KPIs for campaign success; analyzing and interpreting campaign results to determine conclusions, key learnings and next steps

  • Built brand architecture for new and existing using various research methods

  • Managed and developed junior strategists in various aspects of strategy practice (research, briefs, analytics, content strategy)

Senior Social Strategist,
Dentsu Creative
2021-2022

  • Lead creative strategy, ideation, paid and organic content planning, curation, creation, spend, and analysis for The Daily Pour, a collection of 22 wine and cider brands from the Arterra Wines Canada portfolio

  • Managed and mentored teams of Community Managers, Junior Strategists and Content Creators on immediate Arterra team (2 direct reports) and social-focused team members working on other Dentsu accounts, in a newsroom-style format

  • Created and maintained social media brand guides, social strategy documents, and creative briefs, ensuring that all content adheres to guidelines; training staff and freelancers as needed

  • Developed processes for content development, asset management, strategy development, internal agency and client review, content execution and reporting, modifying as necessary

  • Partnered with agency creative, strategy and account teams on ideation and brainstorming of high-stakes social campaigns and activations (i.e. Bodacious Wines’ #KeepCrushingIt campaign)

Brand Conversation Manager
Hudson Rouge
2018-2021

  • Lead social media creative strategy, paid and organic content creation and curation, copywriting, translation, editing, community management and analysis at The Lincoln Motor Company for luxury-minded Canadian audiences in English and French markets, working with social teams in the United States, Mexico, South Korea, China and the UAE

  • Advised and consulted on production and post-production of creative campaigns and materials for Twitter, Instagram, Facebook and YouTube with in-house staff and freelancers (producers, photographers, etc); managed a budget of $300K+

  • Design and execute “always-on” user-generated and influencer content strategy (#MyLincoln, #LincolnTakeaMoment)

  • Created strategic plans, conducting research and analysis and on-site supervision and content creation for experiential marketing activations related to the brand (i.e. The Broadview Hotel, PGA of Canada, Refinery29)

  • Analyzed, interpreted and reported quantitative and qualitative data from evergreen and campaign content cadences; presenting results and recommendations to clients

Communications Specialist, Digital Media
UNICEF Canada
2017

  • Lead social media and editorial content strategy and execution for the digital promotion of UNICEF Canada’s local activities and campaigns and UNICEF Global’s initiatives as applicable to Canadian audiences.

  • Created, developed and curated multimedia content for digital channels (social media, blog/website, newsletters, promotional videos) via editorial calendar planning and execution

  • Engaged the general public, private and government stakeholders, and prospective and present donors on international and domestic issues/campaigns, including humanitarian emergencies/crisis situations such as #ActionRohingya, raising over $12M in collaboration with the Humanitarian Coalition and Global Affairs Canada. Other major campaigns included #WorldChildrensDay, #OneYouth, and #SurvivalGifts

  • Consulted and advised various departments (major donors, community and corporate development, domestic and international policy) on social media and content strategy to achieve fundraising goals and create/nurture strategic relationships

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